The Effect of Body and Paint Shop Loyalty and Its Antecedents on Passenger Cars Brand Loyalty in Bangkok and Vicinity

Main Article Content

Chinnawat Asavaroengchai
Prayong Meechaisue
Norapol Chinuntdej


This article aimed to study (1) the effects of Body & Paint Service Quality on Body & Paint Customer Satisfaction, Body & Paint Shop Loyalty and Automobile Brand Loyalty; (2) the effects of Body & Paint Customer Satisfaction on Body & Paint Shop Loyalty and Automobile Brand Loyalty; and (3) the effect of Body & Paint Shop Loyalty on Automobile Brand Loyalty. This research used a mixed-method design that included qualitative and quantitative methods. The qualitative data collection instrument was an in-depth interview of six key informants to support the research conceptual framework. The quantitative data collection instrument was a questionnaire by collecting 571 samples from car owners who had experience at least two times with car dealers Body & Paint services. Analysis of data by descriptive statistics and structural equation modeling analysis. The research results were found as follows:

1. Body & Paint Service Quality exhibited a positive and significant direct effect on Body & Paint Customer Satisfaction and positive indirect effects on Body & Paint Shop Loyalty and Automobile Brand Loyalty.

2. Body & Paint Customer Satisfaction exhibited a positive and significant direct effect on Body & Paint Shop Loyalty and a positive and significant direct effect and indirect effect on automobile brand loyalty.

3. Body & Paint Shop Loyalty exhibited a positive and significant direct effect on Automobile Brand Loyalty.

Article Details

How to Cite
Asavaroengchai, C., Meechaisue, P., & Chinuntdej, N. (2022). The Effect of Body and Paint Shop Loyalty and Its Antecedents on Passenger Cars Brand Loyalty in Bangkok and Vicinity . Journal of Arts Management, 6(3), 1199–1216. Retrieved from
Research Articles


Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.

Albors-Garrigos, J., Frass, A., Schoeneberg, K. P., & Signes, A. P. (2017). Impact of national cultures on automotive sector aftersales services perception. Management Journal of Sustainable Business and Management Solutions in Emerging Economies, 22(2), 13-27. management.fon.2017.0014

Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed.). Prentice Hall.

Baber, H. (2018). Service quality perception of customers – a study of Toyota Motors in India. Organizations and Markets in Emerging Economies, 9(2), 311-323. omee.2018.10.00016

Balinado, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). The effect of service quality on customer satisfaction in and automotive after-sales service. Journal of Open Innovation Technology Market and Complexity, 7(2), 116.

Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98–104.

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

Famiyeh, S., Kwarteng, A., & Asante-Darko, D. (2017). Service quality, customer satisfaction and loyalty in automobile maintenance services. Journal of Quality in Maintenance Engineering, 24(3), 262-279.

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.

Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning, EMEA.

Honda Automobile (Thailand) Co., Ltd. (2020). Dealers.

Izogo, E. E., & Ogba, I. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250-269.

Jacoby, J., & Kyner, D. B. (1973). Brand loyalty Vs. Repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.

Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253-260.

Kamkhet, V. (2012). Research methodology in behavioral sciences (3rd ed.). CU Print.

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Prentice Hall.

Krishnamurthi, L., & Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity.

Marketing Science, 10(2), 172-183.

Krishnamurthi, S., & Selvaraj, F. J. (2017). Factors influencing customer loyalty on after-sales service among selected car segments. International Journal of Advance Research and Development, 2(2), 1-6.

Lovelock, C., & Wirtz, J. (2011). Service marketing (7th ed.). Pearson Prentice Hall.

Mazda Sales (Thailand) Co., Ltd. (2020). Dealers.

Mellens, M., Dekimpe, M. G., & Steenkamp, J. E. B. M. (1996). A review of brand loyalty measures in marketing. Tijdschrift voor Economie en Management, XLI(4), 507-533.

Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489-505.

Nissan Motor (Thailand) Co.,Ltd. (2020). Dealers.

Oliver, R. L. (2010). Satisfaction: A behavioral perspective of the consumer (2nd ed.). Routledge.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Salzberger, T., & Koller, M. (2010). Investigating the impact of cognitive dissonance and customer satisfaction on loyalty and complaint behaviour. Revista brasileira de Marketing, 9(1), 05-16.

Toyota Motor Thailand Co.,Ltd. (2020). Dealers.

Transportation Statistics Group, Department of Land Transportation. (2021). Number of new registered cars.

Vanichbancha, K. (2011). Statistical analysis: Statistics for administration and research (13th ed.). CU Print.

Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2016). Services Marketing (3rd ed.). McGraw-Hill Education.